Inside Tomorrowland, Soho's Coolest New Store You've Never Heard Of

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Not familiar with Tomorrowland? To be completely honest, neither were we, at least until a couple days ago. The Japanese brand just opened its first North American store at 476 Broome Street earlier this week, and it's already clear that it fits in just fine in the stretch of south Soho it shares with Isabel Marant, Alexander Wang, and especially Acne.

At 3,500 square feet, it's a bold entry. The store feels absolutely giant with columns, a skylight, homey oak framing and quirky green-and-white-striped flooring. The first section you'll notice is accessories: There's jewelry by Japanese brands Shihara, Satomi Kawakita, Siri Siri, and Hum; home decor by Kimoto Glassware and Laurence Brabant; Artistique fragrances, Want Les Essentiels handbags, and those silly keytags by Various Projects (the ones with the sayings like "Consciously Uncoupled" or "Chipotle").

But the clothes, the bulk of which are the brand's own collection, are the main event. Fall styles range from gorgeous chunky sweaters (around the $300 range) to perfectly tailored winter coats ($600 to $900, and up to more than $3,000 for shearling coats), cool-kid slouchy trousers ($300-ish), and the kind of menswear you wish your boyfriend was into. Sure, it's on the expensive end, but consider this one more fantasy stop on your next Soho shopping tour.